The death of demographics
This article is part of a series of articles on how to define and reach the audience. Read more.
Until the very recent past, the route from audience to activation was simple. We used a range of different data sources to create targeting approaches and profile audiences, delving into their consumer journey, exploring emotional and behaviour triggers, and then campaigns were activated against broad demographic audiences. But the industry has been on a journey from one-size-fits-all to a more bespoke approach. The digital economy has created an explosion of data. More data will have been...